building taxonomies lessons learned
TRANSCRIPT
Building Taxonomies: Lessons LearnedTheresa Putkey, Information Architect & [email protected]@tputkeywww.keypointe.caslideshare.net/tputkey
In This Talk...
Three ways to make taxonomy development work more effective: 1. Consider next steps in design2. Take into account the abilities of the team and
technology3. Think strategically before diving into design
Next Steps in Design
Next Steps
In the short term, how will taxonomy be used in current design?In the long term, how can taxonomy improve the experience?
The Near-Basic Project
SituationCustomer strategy forcing an inward facing company to be more outward and customer-centric
Website reflects internal organization that customers don’t understand
The Near-Basic Project
Lessons LearnedWhat we consider “basic” to a CMS implementation isn’t well understood by non-taxonomy experts (including those in the UX space)
A good CMS may not be well implemented or easily updated
Advocate, advocate, educate!
Team and Technology Capabilities
Be Realistic
Be realistic about team skills and what can be done in the supporting technologyMake short and long term plans based on skills and skill development
The Basic Project Situation
Re-doing a Support website
Customers complain they can’t find information on the website
Call centre seeing a lot of volume for questions that can be answered online
The Basic Project Lesson Learned
No matter how wonderful taxonomy is and despite training, others will ignore it/you if it’s not in their paradigm
Technology capabilities were lacking
Could have corrected their design or made a taxonomy to support them
Think Strategically
Think Strategically
Before diving into design, think strategically about what the business needs to do:
Do research with stakeholder and user interviewsUse Findings, Possibilities, Conditions, Barriers,
and Effort
A possibility is essentially a happy story that... helps people discuss what might be viable but does not yet exist.
Bringing Science to the Art of Strategy - HBRhttp://hbr.org/2012/09/bringing-science-to-the-art-of-strategy/ar/pr
What is a Possibility?
Conditions Needed Barriers Efforts to Overcome
Possibility:
Findings to Support
What themes came up during the stakeholder and user interviews and audit to support possibility?
What is needed to make the possibility a reality?
What is preventing you from making the possibility a reality?
What tasks are needed to achieve the possibility?
The More Advanced Project
SituationShrinking budgets means company needs to market products and services more efficiently
Taxonomy limitations are affecting company’s ability to personalize content and display content based on behavioural analysis
Possibility: Taxonomy Supports Personalization
Findings to SupportTaxonomy is up to date, which makes it hard to tag correctly
Users look at fewer topics than they are interested in
Can’t track behaviour by topic
Conditions Needed
Barriers Efforts to Overcome
Taxonomy needs to be up to date
Not aware of terms users use
User research (surveys, interviews)
Lack of resources to update taxonomy
Need budget, resource (hire or train)
Lack of governance to keep taxonomy up-to-date long term
Research governance needs and implement governance
Software allows for behavioural analysis
This software is not currently available
Implement software with IT support
The More Advanced Project
Lessons LearnedUsing Findings & Possibilities shows what taxonomy effort is needed, what initiatives the taxonomy can support, and the development work needed
It’s awesome when people use taxonomy properly,and want to be better at it
We Covered...
Three ways to make taxonomy development work more effective: 1. Consider next steps in design2. Take into account the abilities of the team and
technology3. Think strategically before diving into design
My Info Theresa [email protected]@tputkeyca.linkedin.com/in/tputkey604 563 6317